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News

HELSINKI: A premium packaging design has been the crucial element in the successful launch of Valio’s premium butter brand, which has exceeded all expectations in one European market and has done so without any marketing spend.

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

Case Study

Dairygold, a supplier of premium cheeses and dairy nutritionals, launched its 'Make a Minute' campaign to encourage busy Irish consumers to take a minute to enjoy the simple things in life, like sitting down and having breakfast.

News

SINGAPORE: Ice cream brand Ben & Jerry’s has partnered with local activists to help Singapore tackle climate change in an initiative that also helped to enhance its brand purpose.

Article

Ben & Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.
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News

ORLANDO, FL: Chobani, the yoghurt manufacturer, has witnessed substantial benefits from constructing a “demand creation” department that pulls marketing, sales, insights and similar functions into a streamlined business division.

Article

Chobani, the yogurt brand, has maximized the power of consumer insights through a variety of tactics ranging from organizational restructuring through to expert storytelling.

Case Study

YiYang, a milk powder brand for the over-50s owned by Nestlé, increased sales in China by appealing to filial love.

Case Study

Cornetto, the ice-cream brand, used social media and video to target young people in India.

Case Study

Walls, the ice cream brand, grew sales in Pakistan during Eid with an emotional film published on social media.

Case Study

Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

Case Study

Cornetto, the ice-cream brand, increased sales in China with a shareable content-led strategy which helped teenagers confess love.

Case Study

Unilever, the international consumer goods company, wishing to bring Russian families together, promoted its Zolotoy Standard ice cream brand through multiple forms of relevant media.

Case Study

Holanda, a Unilever food brand in Mexico, launched Mordisko, a cookie-based ice cream, with the help of mobile technologies and personalised messages.

Case Study

Brazilian dairy and food company Vigor launched a new spread line called Vigor Mix in a campaign based solely on digital media.

Case Study

Faixa Azul, the 70-year-old premium cheese brand in Brazil, increased sales and overcame its outdated image by investing in digital, PR and events.

Case Study

Paddlepop, an ice cream brand, successfully launched its new ice cream product by introducing a gaming app for children that taught them how to eat the new product and generate brand positive sentiment in Thailand.

Case Study

YoMost, a yoghurt brand, reversed its declining sales by launching a social and mobile campaign that spoke to young Vietnamese's desire to do more with their lives.

Case Study

Cornetto, an ice cream brand, communicated its message of love to Turkish millennials by creating a platform that allowed them to create personalised banner ads for their loved ones.

Research Paper

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Article

This Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.